Bitget has launched its UEX Switch Campaign, urging traders to use a single account across crypto and traditional financial markets.
The campaign follows an app update that brings crypto and traditional finance products together on the homepage. Bitget says the change cuts navigation steps by about 30% compared with more typical trading journeys.
The push reflects the exchange's broader argument that traders increasingly respond to the same macro signals across asset classes. In that view, investors moving between equities, foreign exchange, commodities and digital assets are slowed by separate platforms, multiple currency conversions and disconnected account structures.
Through the campaign, Bitget is positioning its platform as a single venue for those trades. The company says its offering includes tokenised stocks and exchange-traded funds, contracts for difference, stock perpetuals, foreign exchange, indices, commodities and precious metals, with transactions settled through one USD-denominated account.
It has also introduced cross-margin trading, continuous market access and leverage of up to 500 times. Those features place the campaign in a part of the market where platforms are trying to attract more active traders by combining instruments that have historically sat in separate systems.
Tokenised push
A major focus of the announcement is tokenised equities. Bitget says it captured 89% of the global market share for Ondo's tokenised stock tokens and recorded daily volumes of USD $6 billion in January 2026.
That figure points to the scale of trading activity some exchanges now expect in tokenised versions of traditional securities. The model is designed to let users buy and sell instruments linked to conventional assets with the speed and around-the-clock access associated with crypto markets.
Bitget says its platform gives users access to more than 200 tokenised stocks and ETFs. In background material, it also says it serves more than 125 million users and offers access to more than 2 million crypto tokens alongside a range of tokenised traditional assets.
The campaign branding leans heavily on the idea of capital moving to more efficient venues. Bitget describes that shift as "The Great Migration", framing unified trading accounts as a response to the growing overlap between crypto markets and mainstream finance.
"The pivot is here. Traders who are still not adapting to the evolving markets are leaving alpha on the table every single day. Bitget UEX was built to remove that friction entirely. The goal is to provide one account and platform for all markets and opportunities. The great migration has begun," said Gracy Chen, Chief Executive Officer of Bitget.
Market ambition
The launch also sheds light on Bitget's wider commercial goals in tokenised securities. The company says it aims to handle 40% of tokenised stock trading volume by 2030, which it estimates at between USD $15 trillion and USD $30 trillion.
That target underlines how exchanges are positioning themselves for a market that remains early in development but is drawing growing interest. Tokenisation has become a recurring theme across crypto trading firms, broker platforms and parts of mainstream finance, especially in areas such as money market funds, bonds and equity-linked products.
For Bitget, the campaign is less about introducing a single new instrument than about changing how users approach markets. By combining crypto products with traditional financial instruments in one account structure, the exchange is seeking to appeal to traders who no longer want to separate speculative digital assets from macro-driven positions in currencies, equities, metals and indices.
The campaign is being rolled out globally, reinforcing Bitget's push beyond crypto-native trading into a broader cross-asset proposition. It also reflects intensifying competition among exchanges to define what a merged market structure between digital and traditional assets might look like.
Bitget says it currently leads the market for tokenised traditional finance.